cross your t’s and dot your a’s

The WTA launched a new logo on Sunday, saying that the new look is to “serve as a distinctive and modern reminder of the captivating athleticism and excitement that has driven the international popularity and growth of women’s pro tennis and placed it firmly at the nexus of sport and entertainment.” We’re more curious: what do you think of that font?

The WTA said that it used leading global branding company Chermayeff & Geismar, a design firm that has worked with companies like NBC, PBS, Armani Exchange, National Geographic and Barney’s New York. Up next for Chermayeff & Geismar? TSF! OK not really, but as cheesy as the video below is, we kind of loved it. The dramatic music and the flashes of all the WTA greats from the years’ past had us all nostalgic and wishing for… a J-Cap comeback?! Or at least for someone to take control of the tour and stake her claim in twenty eleven.